Kolkata-based packaged snacks and food beverage company Annapurna Swadisht has obtained board approval to raise INR 69.33 crore through a preferential issue of equity shares and warrants, slated for completion by the end of September 2023. The conversion of these warrants into shares can take place in tranches over a span of 18 months from the date of the initial issue.
As per a company-issued press statement, the firm intends to offer the following securities through a preferential approach: this includes 11,00,000 equity shares at a rate of INR 295 per equity share, summing up to INR 32.45 crore, along with 12,50,000 warrants, each exercisable at a price of INR 295 per warrant, collectively amounting to INR 36.88 crore. The ongoing capital raising initiative is taking place within the context of a market capitalization of INR 484.45 crore.
Commenting on the development, Ravi Sarda, Chief Financial Officer, Annapurna Swadisht, said, “The funds raised would be utilised to purchase a strategic asset to expand the manufacturing base in West Bengal to reduce fixed costs, reduction of high-cost debt, and meet the working capital requirements. The utilisation of funds raised in the first tranche will result in savings of around INR 57 lakh per month by way of reduction in interest payment and rentals.”
Annapurna Swadisht made an impressive debut in September 2022 with its initial public offering, raising nearly INR 30.25 crore at a valuation of INR 114.95 crore. The company is now successfully listed on the NSE Emerge platform. Following its IPO, Annapurna Swadisht has been actively expanding its operations, introducing new products, exploring new territories, and increasing production capacities throughout eastern India. Notably, the company has recently ventured into the lucrative market of Uttar Pradesh.
Annapurna Agro Industries, established in 2016, made a significant shift in 2020 by entering the packaged snacks market. Initially, the company focused on serving the Tier III and Tier IV regions in Bihar, Jharkhand, West Bengal, Assam, Odisha, and Uttar Pradesh. Presently, Annapurna Agro Industries boasts an impressive product portfolio of approximately 72 SKUs spanning across 10 diverse categories, including snacks, candies, and cakes. With a robust distribution network, the company has amassed around 520 distributors and over 100 super distributors, ensuring its products reach over 2.5 lakh retail touchpoints.
Sukhbir Singh, the renowned Bollywood singer, has made an undisclosed investment in the Pre-Series A funding phase of Fitspire, a startup focusing on vegan healthcare and personal care products.
The funding round also witnessed involvement from Ashish Chand and Sohil Chand of LC Nueva, Ivor Braganza from Next5 Ventures Oman, Dheeraj Jain from Redcliffe London, the Family Office of Jaipurias (represented by Ruchirans Jaipuria and Anuraag Jaipuria), along with the continued participation of existing investor Amit Singhal.
Established in the year 2020 by Vipen Jain, Fitspire is situated in Delhi and tackles present-day lifestyle challenges by providing nourishing dietary supplements. The company asserts its customer base to exceed 1 million individuals, supported by a community of 10,000 fitness influencers. Prior to this, Fitspire had secured $1 million in earlier seed and bridge funding rounds.
With a track record of multiplying sales by tenfold annually, the startup has established an ambitious goal of achieving INR 300 crore in revenue within the upcoming three years.
The raised capital will be allocated towards enriching the Health and Personal Care (HPC) ecosystem, extending its presence across India and global markets, introducing fresh product offerings, and creating novel avenues for generating revenue.
Following the pandemic, there has been a noticeable increase in the inclination of Indian consumers towards selecting fitness and health supplements. This upsurge has consequently attracted significant investor focus towards startups operating within this domain.
In the earlier part of this year, HealthifyMe secured $30 million during its pre-Series D funding round, spearheaded by LeapFrog Investments and Khosla Ventures. During July, prominent FMCG company Marico announced its intention to procure a controlling interest (58%) in the direct-to-consumer nutrition label Plix, for a sum of INR 369.01 Crores.
Last year saw Wellbeing Nutrition secure $10 million in its Series B funding round, with Hindustan Unilever Limited and Fireside Ventures taking the lead in the investment.
Fitspire states that the market’s astonishing valuation stands at $140 billion, with the nutraceuticals sector accounting for $39 billion of this total. Projections indicate that both segments are anticipated to experience a compounded annual growth rate (CAGR) of 18%.
Parag Milk Foods, a leading dairy company, demonstrated exceptional financial prowess in the first quarter (Q1) ended June 30, 2023. With a remarkable surge in its consolidated profit after tax (PAT), the company’s earnings soared to INR 21.42 crore, effectively doubling its performance compared to the same period in the previous fiscal year. This impressive feat was driven by strong volume growth, reflecting Parag Milk Foods’ commitment to excellence and its ability to capitalize on market opportunities.
According to a BSE filing, the company reported a consolidated PAT of INR 10.25 crore in the corresponding period last year. Such substantial progress highlights the company’s steady trajectory towards financial success and reinforces its position as a major player in the dairy industry.
In Q1 FY24, Parag Milk Foods witnessed a notable rise in its total income, reaching INR 755.72 crore. This marks a significant increase compared to the total income of INR 722.12 crore recorded in Q1 FY23. The surge in total income indicates the company’s ability to generate greater revenues during this period, reflecting its continued growth and positive performance in the market.
In Q1 FY24, the company witnessed a rise in total expenses, reaching INR 740.55 crore, as compared to INR 708.53 crore in the corresponding period of the previous fiscal year.
For the quarter under review, the company’s EBITDA amounted to INR 46.5 crore, showcasing an EBITDA margin of 6.2 per cent.
During the quarter, the dairy FMCG firm emphasized its commitment to core categories such as Ghee and cheese, as well as its new age businesses – Avvatar and Pride of Cows. The company maintained a strong focus on these segments. Additionally, it expressed its intention to continue investing in marketing and brand-building initiatives.
Furthermore, the company engaged in a strategic collaboration with Starplus for IPL integration, leveraging this opportunity as a branding activity for its brand Go Cheese. This move demonstrates the company’s proactive approach to promote its products and enhance its brand visibility in the market.
Going forward, Parag Milk Foods has set its sights on continuing to invest in extensive distribution reach and outlet coverage, coupled with a strong focus on introducing innovative offerings and premiumizing its product portfolio. The company’s strategic approach aims to further strengthen its position in the market and cater to evolving consumer preferences. By pursuing these initiatives, Parag Milk Foods is poised to drive sustainable growth and maintain its status as a prominent player in the dairy industry.
The company stated that the milk procurement prices have entered a stabilization phase, driven by steady demand and an early onset of the flush season. As a result of this favorable situation, the quarter witnessed margin expansion for Parag Milk Foods.
Devendra Shah, Chairman of the company said, “We are pursuing market share gain across categories and investing in various capabilities and retail network expansion. Going forward, on the back of a softening input cost environment and with the onset of the festive demand the growth momentum is expected to accelerate and, we hope to deliver healthy profitability.”
The Westin Garden City is delighted to present a refined epicurean event highlighting the excellence of Cantonese cuisine, expertly crafted by the well-known Chef Chow Chee Meng. Hailing from Bengaluru, Chef Chow arrives with a remarkable 30-year history in the culinary field, having served in prominent Hotels and Clubhouses. This addition significantly enhances the exclusivity of the gastronomic celebration at hand.
With a demonstrated history of culinary excellence, Chef Chow Chee Meng has established himself in esteemed roles such as a culinary executive, leader in staff training, and expert in administration. His dedication to inventive cuisine coupled with his robust leadership attributes has garnered him a distinguished reputation within the realm of culinary arts.
Presently positioned as the Chinese Chef at The Lantern within The Ritz-Carlton, Bangalore, Chef Chow has embarked on a culinary odyssey spanning several distinguished global establishments. Particularly noteworthy is his significant contribution as the Pre-Opening Owner-Chef at MK Chinese Cuisine restaurant in Johor, Malaysia, as well as his pivotal role as the Pre-Opening Executive Chinese Chef at The Duck King Hotel Golden Tulip Galaxy in Surabaya, Indonesia.
Chef Chow’s global expeditions also encompass his role as the Pre-Opening Executive Chef at Peony Club Modern Chinese Cuisine and Goldfish Modern Chinese Restaurant in London, United Kingdom. His mastery has additionally adorned the kitchens of esteemed venues like the Royal China Restaurant at Raffles Hotel, Singapore, and Cocoon Restaurants on Regent Street, London.
The distinctive culinary event taking place at Seasonal Tastes within The Westin Garden City guarantees an unmatched dining venture. Chef Chow Chee Meng is set to curate an exceptional Cantonese menu, presenting the utmost flavors and culinary mastery. Indulge in rediscovered Oriental recipes, delectable roasted meats, exquisite dim sums, the renowned chef’s signature salt & pepper shrimp, and more, all while witnessing the fusion of tradition and culinary brilliance. Patrons are invited to savor the genuine essence and refinement of Cantonese gastronomy, all within the sophisticated ambiance of our tranquil oasis.
Scheduled from the 6th to the 13th of August, the event will unfold at Seasonal Tastes, nestled within The Westin Mumbai Garden City. It’s strongly advised to make reservations in advance to secure your place at this culinary extravaganza. Seize this remarkable chance to relish the skillfully crafted culinary creations by Chef Chow Chee Meng, a fleeting indulgence available for a limited duration.
Dates: 6th to 13th August 2023 Venue: Seasonal Tastes, The Westin Mumbai Garden City Time: Dinner
BabyOrgano, a direct-to-consumer (D2C) platform specializing in ayurvedic babycare, has successfully raised $150K in a pre-seed funding round. This funding round was led by DevX Venture Fund.
According to a press release from BabyOrgano, the company intends to utilize the funds to focus on new product development, scale up its customer base by 5 times, expand its team size, and raise awareness about ayurvedic baby care.
Co-Founded in January 2020 by Ridhi Sharma and Ripul Sharma, BabyOrgano is a company that creates safe and effective healthcare solutions for kids. The startup’s primary goal is to be modern, accessible, and easy to use for parents. It achieves this by offering products designed to provide kids with secure, natural, and effective healthcare solutions that mothers can trust.
As per the company’s statement, it meticulously attends to every minute detail, starting from ingredient sourcing to product formulations, and even the manufacturing processes.
Speaking on the occasion, Ridhi Sharma, Founder – BabyOrgano, said, “The funding comes at a time when we are seeking to expand our product range while increasing awareness about Ayurveda’s intrinsic strengths. At BabyOrgano, we work on offering the best-in-class health & wellness solutions based Ayurvedic products to the Indian Kids. We are at a stage in our growth journey where our focus is to launch new innovative products and benefiting more children with power of Ayurveda.Funding will be deployed towards these goals and creating a robust team.”
Explaining further, Ripul Sharma – Co-founder at BabyOrgano, said, “There are baby care brands that offer natural approach, but none of them offer the higher order benefit of ‘Ayurvedic,’ which creates a clear white space. BabyOrgano, a D2C startup stands out from the rest because we focus on nurturing early life with Ayurvedic approach and connecting kids with our 5000 years old culture. From ingredient sourcing to product formulations, and even the manufacturing processes, we are taking care of every minute details.”
Commenting on the funding, Umesh Uttamchandani, Co-Founder & CGO, DevX Venture Fund, “Our investment thesis largely revolves around having a strong founding team since that is what early-stage investing is all about. With Riddhi Sharma’s strong credentials in Ayurveda and their value proposition, we had no doubts in capabilities of the team. Also, the wellness and child + family health vertical is growing rapidly and we are confident about BabyOrgano’s prospects, given their high quality product range and domain expertise. Their strong emphasis on new products development and customer experience would enable them to scale rapidly as they expand their customer-base and team”.
BabyOrgano competes with the likes of MaaMitahara, Krya, and Baby Forest.
DevX Venture Fund operates under the umbrella of DevX, a co-working cum accelerator initiative established in 2017. The primary objective of DevX is to foster innovative startups by offering comprehensive resources and unwavering support, enabling them to scale rapidly in their respective domains.
Go Zero, the ice cream brand, has successfully raised $1 million in its pre-Series A funding phase. This infusion of fresh capital will fuel the company’s ambitions to broaden its market presence, bolster production capacities, fortify its distribution infrastructure, and unveil a diverse range of inventive flavors and product offerings. Notably, Go Zero has been dedicated to crafting ice creams that boast a remarkable absence of added sugars.
In a funding round spearheaded by DSG Consumer Partners, Saama, and V3 Ventures, Go Zero successfully secured financing. The round also saw enthusiastic participation from prominent angel investors, including Shantanu Deshpande, CEO of the Bombay Shaving Company; Arjun Purkayastha, Regional Head Greater China at Reckitt Benckiser; Nikhil Vora, Founder & CEO of Sixth Sense Ventures; Krishi Fagwani, CEO of Thrive, and several others.
Founded by Kiran Shah, Go Zero has established a remarkable product portfolio featuring ice creams that are not only zero-sugar but also high in protein and low in calories.
Kiran Shah, Founder, Go Zero, said in a statement, “Post the pandemic, people have become conscious of what they are consuming. More and more consumers are switching to healthier snacking options. With Go Zero, we aim to make the ice cream and dessert eating experience a healthy and guilt-free one for all. All our products are completely zero sugar, sweetened with plant-based sweeteners, which are completely safe and low in calories. For example, my favourite is the Belgian Chocolate flavour, which was designed such that consumers never had to feel a compromise while consuming a no-sugar product. With a wide range of low-calorie, high-protein, vegan, and keto ice creams, there’s something in it for everyone. Our wide range of zero-sugar popsicles will take you down memory lane. All products are made with natural ingredients, and there are zero artificial flavours or preservatives.”
“With this fundraise, we will look at expanding our presence in all major cities and on all e-commerce and q-commerce channels such as Swiggy, Zomato, Blinkit, Instamart, and Zepto. The funds will also be used for marketing and creating awareness about the brand,” added Kiran.
As per reports, the Indian ice cream market is projected to witness significant growth, with a twofold increase anticipated by 2026 and a quadruple surge expected by 2039. This substantial expansion is forecasted to reach an impressive value of INR 410,398 million ($5.1 billion) with a commendable Compound Annual Growth Rate (CAGR) of 15%.
Tata Tea Premium, a leading brand among Tata Tea’s extensive retail offerings, has consistently celebrated India’s diverse cultural heritage, embracing art, culture, and legacy through its #DeshKaGarv initiative. As we mark another Independence Day, Tata Tea Premium embarks on a spirited and pride-filled journey with its Desh Ke Dhaage campaign, paying homage to the nation’s deep-rooted heritage of Handlooms. Building on last year’s commemoration of significant milestones in India’s 75-year post-Independence journey, this campaign aims to exalt the intricate artistry and profound legacy of Handlooms in our country.
India’s rich and multifaceted artistic heritage finds eloquent expression in a plethora of arts, crafts, and musical traditions. Among these, the artistry of intricate handlooms stands out as a particularly vivid embodiment of this diverse legacy. Over time, they have woven themselves intricately into the very fabric of India’s cultural identity, becoming an indispensable facet of the nation’s heritage. As we approach Independence Day, Tata Tea Premium – Desh Ki Chai takes this opportunity to pay homage to this multifarious and distinct art form. To celebrate the occasion, Tata Tea Premium introduces an exclusive limited-edition packaging collection inspired by India’s diverse handloom tradition. Through this initiative, they honor the timeless craftsmanship that has shaped the country’s cultural landscape for generations.
Every packaging design serves as a stunning canvas, vividly capturing the exceptional craftsmanship of Indian artisans and their timeless creations. Each design pays tribute to a specific handloom tradition, showcasing the splendor of Banarasi Silk from Uttar Pradesh, the meticulous Kanjeevaram from Tamil Nadu, the revered Muga Silk of Assam, and the intricate Paithani of Maharashtra. Through these handlooms, a rich tapestry of cultural dignity unfolds, narrating stories of artistry and heritage that have endured through the ages.
Mullen Lintas has artfully crafted a heartwarming TV commercial that interlaces the narratives of these captivating packaging designs, exalting India’s vibrant handloom heritage. Enriched by the melodious voice of the celebrated singer Usha Uthup, an avid enthusiast of Indian Handlooms, the film spreads warmth and joy as it journeys across the nation, showcasing the diverse range of India’s handloom tradition and uniting the country in a beautiful sentiment of national pride. Each frame emanates affection and reverence, paying homage to the skillful weavers who have painstakingly woven our cultural tapestry. From the opulent Banarasi Silk of Uttar Pradesh to the soulful Phulkari of Punjab, the film weaves a story that not only communicates but also commemorates each of these handlooms from across India. The heartfelt conclusion of the film resonates, urging every heart to honor the threads that intricately knit our nation’s magnificence.
As part of this remarkable campaign, a thoughtfully curated collection handcrafted by artisans from all corners of the nation is now accessible for purchase on OKHAI. Consumers have the unique opportunity to acquire these exquisite weaves at www.OKHAI.org. Moreover, Tata Tea Premium takes a pledge to contribute a portion of the proceeds from this collection towards the welfare of the artisan community, reaffirming their unwavering commitment to preserving India’s precious artistic heritage.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”
Arnab Chatterjee, Co-Founder of Tree Design said, “While Tata Tea Premium celebrates the spirit of India every year with its Desh Ka Garv initiative, the brief this year was to make the thought even grander by tying it with an element that is unique to India’s heritage. Thus, this year, we decided to dive into India’s rich and vibrant handloom weaving culture. Dating back hundreds of years, the amazing thing is the variety available across the country and the talent which continues to practice handloom weaving and keeping the artform alive and thriving. In collaboration with the Tata Tea Premium team, we carefully selected and partnered with eleven weavers across the country, resulting in a stunning limited edition pack collection, representative of the handloom culture of India across the North, East, West and Southern states of India.”
Hari Krishnan, CEO of Mullen Lintas said, “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”
House of X, the pioneering tech platform known for empowering creators to establish brands in just 7 days, continues its unwavering commitment with a new collaboration. This time, they have teamed up with Celebrity Chef Sanjyot Keer to launch an innovative kitchenware brand called YFL (Your Food Lab) Home.
The partnership between House of X and Sanjyot Keer marks a significant moment as it signifies the platform’s entrance into the kitchenware sector. House of X has a renowned reputation for launching, constructing, and expanding creator-led direct-to-consumer (D2C) brands in India.
YFL Home aims to captivate the hearts of passionate Indians with a stunning range of high-performance household appliances that bring a touch of elegance and functionality to every kitchen. Sanjyot Keer’s expertise as a celebrity chef ensures that these kitchenware products are carefully designed to meet the needs of home cooks and elevate their culinary experiences.
This collaboration not only showcases House of X’s commitment to fostering creator-driven D2C brands but also signifies a new era of exquisite kitchenware products designed to delight Indian households. With the partnership of House of X and Sanjyot Keer, YFL Home promises to ignite the enthusiasm of home chefs across the nation.
YFL Home is a brilliantly engineered collection that empowers culinary spaces, enabling home chefs to transform their kitchens into captivating realms. With a diverse range of stylish and aesthetically pleasing products, each embedded with cutting-edge futuristic technology, innovation, and meticulous craftsmanship, YFL Home pays homage to the idea of Crafting Beauty in Every Kitchen.
Sanjyot Keer, a celebrated Celebrity Chef and the visionary behind YFL Home, shared, “My culinary journey commenced in my youth, with a young Sanjyot crafting his inaugural Pav Bhaji at the age of twelve, all inspired by the sizzling griddle of the bhaji wale bhaiya. My aspiration was to reimagine our kitchen as an immersive and empowering domain. Over time, my passion for cooking burgeoned, leading me to aspire to introduce a professional culinary experience into every household. This marked the genesis of my odyssey, and witnessing the realization of YFL Home, which flawlessly melds nostalgia with avant-garde design, is nothing short of a dream come true. Collaborating with my dear friend Raj, as we jointly channel our fervor to create The Next Big Thing, we eagerly anticipate the transformation of every kitchen into a haven of beauty.”
Against the backdrop of a rising demand for kitchenware in India, fueled by increasing consumer investment in kitchen upgrades, YFL Home steps forward with a thoughtfully curated selection of kitchen appliances. Personally handpicked by Sanjyot, these offerings are tailored to meet the diverse needs of the multifaceted Indian Family. YFL Home caters to modern individuals who cherish their cultural heritage and embrace unique culinary styles.
With a dedication to excellence, YFL Home delivers premium offerings that empower not only everyday cooks, weekend gastronomes, and occasional chefs but every individual aiming to elevate their home culinary spaces.
Raj Shamani, the visionary Content Creator and Founder of House of X, expressed, “This moment marks a dual celebration as House of X ventures into the realm of kitchenware and forges a partnership with Sanjyot. YFL Home embodies our vision of enabling consumers to relish the unadulterated joy of home cooking. It is an extension of Sanjyot’s unique style and a quest to infuse beauty into every kitchen. The brand’s opulent aesthetics and globally inspired innovations are destined to be embraced by consumers. Unified with House of X’s comprehensive toolkit, YFL Home is set to usher in a new era of contemporary kitchens. Our commitment to expanding the House of X family is resolute, and we anticipate robust growth in FY’24.”
YFL Home is delighted to unveil its first-ever offering, the BlendLabPro mixer/blender. This cutting-edge appliance boasts India’s sharpest blades, equipped with high-speed grinding capabilities fueled by a 1200-watt Atomic Precision Technology, and a range of intelligent blend modes. The BlendLabPro is competitively priced at INR 5999 and will be easily accessible through prominent marketplaces like Amazon.
UNO Pizzeria & Grill has announced the opening of its second location at City Centre Rajarhat in Kolkata.
Having achieved remarkable success with its initial establishment in Kolkata, UNO Pizzeria & Grill now plans to broaden its presence, seeking to delight the refined tastes of the city’s culinary enthusiasts.
Nitin Kohli, CEO and whole-time director of Ambuja Neotia group, said, “We are elated to mark a significant milestone in Kolkata as UNO Pizzeria & Grill expands its presence with the grand inauguration of our second outlet. Kolkata has embraced us warmly, and we are thrilled to bring more of UNO’s delightful dining experiences to this vibrant city. We look forward to delighting our patrons with our signature dishes and creating unforgettable memories in our new outlet.”
The brand has long been celebrated globally for its signature deep-dish pizzas, classic Italian-American dishes, and an ambiance that fosters warm, welcoming, and memorable dining experiences.
Nestled within the vibrant City Centre Rajarhat, this eatery sprawls across a generous 4000 square feet, offering seating for as many as 90 patrons. The seating layout is partitioned into dual sections, assuring cozy arrangements and enhancing the overall dining pleasure.
The interior design of UNO Pizzeria & Grill has been intricately crafted to provide a remarkable and indelible atmosphere, skillfully blending Kolkata’s architectural nuances with Uno’s unique visual style.
The menu showcases a diverse range of dishes including ‘Oven Baked Fiery Chicken Drumsticks,’ ‘Pull Apart Garlic Bread,’ ‘Buffalo Chicken Quesadilla,’ ‘Chicago West Loop Chicken Pizza,’ ‘Windy City Pizza,’ ‘Prawn Scampi Pizza,’ and ‘Grill Lemon Smoked Salmon,’ among various others. The dessert options feature delights like ‘Deep Dish Apple Pie’ and ‘Uno Deep Dish Sundae.’ Their cocktail collection presents signature concoctions such as ‘Paloma Pinata,’ ‘Garibaldi Colada,’ ‘Perfumers G&T,’ ‘Mad Botanist,’ and ‘Tex Mex Chili Mango Margarita,’ alongside other spirits.
iD Fresh Food, the leading and pioneering brand in fresh food in India, has introduced the all-new iD Instant filter coffee liquid bottle. This innovative product empowers consumers to craft their ideal cup of coffee effortlessly, tailored to their personal taste. With the ability to adjust the precise amount of liquid needed, individuals can now enjoy a delightful coffee-making experience with ease, no matter where they are.
Upon squeezing, the uniquely designed pour-to-perfection bottle, resembling a traditional cup and dabara (a filter coffee tumbler), effortlessly releases the decoction according to individual preferences. Whether one desires a bold or mellow flavor, this innovative bottle enables them to swiftly concoct the ideal cup of filter coffee, achieving perfection in an instant!
Renowned for their inventive approach, iD’s latest entry into the coffee realm is set to revolutionize a sector that has experienced limited innovation. Within the coffee segment, iD’s diverse portfolio is assuming the role of a pioneering force, boasting an impressive 85% market share (as cited from an independent online study). This launch is poised to inject significant momentum into a field that has previously seen minimal transformation.
During the initial stage, the company intends to introduce the product to 10,000 stores within Bengaluru, Hyderabad, Chennai, Mumbai, and Pune markets. Subsequently, expansion into other markets will occur progressively. The product is currently accessible through General Trade and E-commerce/Quick Commerce channels.
Speaking about the company’s latest product innovation, PC Musthafa, Chief Executive Officer and Co-Founder of iD Fresh Food, said, “From the time iD Fresh created the filter coffee decoction category in 2018 – with the launch of two customised blends of iD Instant Filter Coffee Liquid (bold & strong) – we have been receiving encouraging feedback from our customers. Particularly those who understand and appreciate the fact that filter coffee decoction — a mix of boiled water and ground coffee powder — is very different from instant coffee powder. With the iD Coffee Pour-to-Perfection liquid Bottle, we have attempted to find an innovative solution to the common challenge of measuring and pouring out the exact quantity of coffee decoction, based on one’s personal preferences. Brewing your perfect filter coffee, every single time, has never been this easy!”
Crafted with precision, the iD Instant Filter Coffee liquid Bottle combines 80% coffee and 20% chicory in a meticulous blend. This composition ensures a harmonious and balanced flavor, accompanied by a delightful aftertaste and captivating aroma. Notably, the product contains no additional preservatives, colors, or sugar, maintaining its natural essence.
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “Some people like their coffee really strong, some prefer just right, and others light. The Pour to perfection coffee bottle yet again delivers on solving consumer latent need and allows consumers to make their perfect cup of coffee. iD Instant Filter Coffee liquid addresses this pain point effectively with a novel squeeze-and-pour coffee bottle, which easily calibrates the exact quantity of the decoction to make that extraordinary cup of coffee, just the way you love it!”
Since its establishment in 2005, iD Fresh has remained a pioneer in innovating the consumption of fresh home-cooked food. In 2018, the company took a significant step by introducing the filter coffee decoction (liquid) category with the introduction of three distinct products. This was further followed by the unveiling of the iD Instant Coffee Breakfast Blend in 2022, solidifying their commitment to innovation and catering to diverse preferences.
Presently, the company serves a wide range of more than 45 cities, spanning across 30,000 retail outlets in countries including India, UAE, US, Canada, UK, Australia, EU, and Singapore. The brand’s comprehensive selection of natural and health-conscious products includes items such as Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Wheat Chapati, Natural Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender Coconut, Grated Coconut in a Coconut, tailor-made blends of Instant Filter Coffee Liquid, and the iD Instant Coffee Breakfast Blend.
In the preceding year, iD Fresh secured INR 507 crore through a Series D funding round, marking one of the most substantial transactions within the food startup domain. The funding endeavor was spearheaded by NewQuest Capital Partners, a worldwide private equity company concentrating on the Asia-Pacific zone, in collaboration with existing investor Premji Invest.
The iD Coffee Decoction Bottle (250 ml) comes with a price tag of INR 199 and will be conveniently accessible on prominent eCommerce platforms as well as conventional retail establishments.
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